Case studies / Legal
Fractional CMOFixing the ads was the easy part. The bottleneck kept moving.
Vaziri Law Group was spending thousands a month on Google Ads and getting nothing intake could use. We fixed that: and the constraint moved to volume, then to intake capacity, then to after hours, then to speed of response. Three years later we were running the whole marketing function.
A Los Angeles personal injury firm built for high-value cases.
Vaziri Law Group is a Los Angeles personal injury law firm focused on catastrophic injury and high-value cases, where finding the right attorney quickly can make a major difference.
In one of the country's most competitive legal markets, the firm needed more than increased ad spend. It needed a scalable law firm marketing strategy that could turn traffic into qualified cases and keep growing.
The bottleneck never stays where you found it.
Most agency engagements are scoped to a channel. Fix the ad account, report that leads improved, and when cases don't follow, the conversation turns to lead quality. Usually the leads were fine, the constraint had simply moved somewhere the contract didn't reach.
The metric improves. The firm doesn't.
Leads get cheaper and more numerous. Intake fills with callers who have no case. After hours enquiries reach voicemail and never call back. The monthly report shows progress the firm cannot feel anywhere.
- Cost per lead Down
- Lead volume Up
- Intake hours consumed Up sharply
- Signed cases Flat
Follow the constraint wherever it goes.
Each fix exposes the next limit, and the scope expands to meet it, into intake, into after hours coverage, into automation, into vendor management. Nothing gets handed back as somebody else's problem.
- Intake qualified leads Up 20 to 30%
- Cost per lead Down 15 to 25%
- Unqualified leads Down 20 to 35%
- Contact rate Up 10 to 20%
Thousands a month. Not one qualified lead.
Vaziri Law Group works at the upper end of personal injury, catastrophic injury matters where a single signed case can justify a year of marketing spend. Los Angeles is among the most expensive legal advertising markets in the country.
The account was consuming a substantial monthly budget and returning nothing intake could use. Not weak leads. Not expensive leads. Nothing that met the firm's case criteria.
That failure never has one cause. Three things were happening at once.
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The account was buying intent it couldn't use
Broad match absorbing budget on injury adjacent searches from people researching, not hiring. In a market where a single click can cost more than a week of advertising elsewhere, there is no room to buy traffic and sort it afterwards.
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Every click landed in the same place
A catastrophic injury search and a routine collision search arrived at the same general homepage. The searcher had already told us what they needed and the page ignored it.
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The measurement was counting the wrong events
Conversions were firing on form loads rather than contacts, and geography was set by radius rather than by the counties the firm actually practises in. The optimisation had nothing true to optimise toward.
Six constraints, in the order we found them.
Each one was solved before the next became visible. That order is the engagement, and it is why a paid search brief became a fractional CMO role.
The account was buying the wrong traffic
Rebuilt Google Ads around high intent injury terms, added Google Local Services Ads, and put dedicated landing pages behind each practice area instead of routing every click to the homepage.
Qualified leads started arriving. Volume was too low to fill the firm.
Search alone couldn't produce the volume
Launched Meta lead generation and retargeting across Facebook and Instagram, bringing cost per lead to around $30: a fraction of what competitive legal search costs in Los Angeles.
Volume arrived. Intake couldn't process it.
Intake was drowning in leads it couldn't sort
Cheap leads at volume are only useful if someone qualifies them. We put our own team on outbound outreach, calling, pre-qualifying, and live-transferring only the prospects that met the firm's criteria.
Daytime coverage improved. The gap moved to nights and weekends.
Nobody was answering after hours
Someone injured on a Saturday night does not wait until Monday. They call the next firm on the list. We set up 24/7 answering so every enquiry reached a person regardless of when it arrived.
Calls got answered. The first few minutes still decided who signed.
Speed to contact was still losing cases
Built automated SMS and email sequences with AI qualification, so every lead got a response in minutes rather than hours and reached intake already sorted by matter type and urgency.
Acquisition and intake now worked as one system. How far could it scale?
One channel couldn't carry the firm's ambition
Added paid social beyond Meta, third party lead vendors under active management, EDDM direct mail with automated signature letter follow up, influencer campaigns, press releases, weekly newsletters, and a rebuilt brand identity, each layered on only once the systems underneath could absorb it.
Fourteen channels, one strategy, one budget, one reporting line.
What we ran.
Fractional CMO gets used loosely. Here it meant holding the entire marketing function rather than a channel inside it.
Paid media
Google Ads and LSA, Meta, TikTok, YouTube, Bing, Reddit, and Yelp: strategy, setup, creative direction, and budget pacing across all of it.
Intake support
Outbound calling, pre-qualification, live transfer to the firm's intake team, and 24/7 answering coverage.
Automation
CRM build and optimisation, SMS and email nurture sequences, AI assisted qualification, follow up workflows.
Vendor management
Lead vendors compared side by side on quality and cost, then onboarded, paused, or dropped on the evidence, plus SEO and paid media partners.
Content & PR
Weekly newsletters, monthly press releases via EIN Presswire, blogs, social content, and creative production.
Offline
EDDM direct mail including automated signature letter distribution, paired with digital retargeting on the same audiences.
Brand
A new brand identity, with video and photography production coordinated end to end.
Influencer
Talent identification and recruitment, scripting, production, and editing.
Operations
Attribution across call tracking, CRM, and ad platforms, contractor oversight, hiring support, marketing finance, and invoicing.
Better leads, not more of them.
We can't publish revenue or return figures. What we can point to is what the client reported publicly, in their own verified review, in January 2026.
Their description of the mechanism matters as much as the numbers: the improvement came from filtering out weak lead sources and improving speed to contact, not from buying more volume.
They also noted something that isn't a number. For the first time, lead vendors could be compared against each other on quality and cost, so decisions about who to keep were made on evidence rather than on volume.
Figures stated by the client as approximate ranges based on internal tracking and intake feedback. Presented as reported, not as audited results.
"They were real growth partners and treated our brand like their own."Goli Zanich · Growth Operations Head, Vaziri Law Group
Verified Clutch review · January 2026
What went into it.
Nine of our services, on one account.
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